Landing page customers who have returned to the site and after showing high intent to purchase, who are likely back to purchase again. Consider how we get these customers straight back into their product purchase journey, without distracting them on their return.
This behaviour is a testament to previous unresolved intent. Having already shown high levels of engagement, the challenge now lies in nudging them over the final hurdle to complete their purchase. Try to understand why this behaviour might exist; a pause in their purchase journey, perhaps due to hesitation, a need for further consideration, perhaps with another person, or external distraction perhaps.
Remove friction: Distractions
Remove friction: Distractions
“How do we just take you and get you straight into the evaluation journey (again?), without distracting you”
Distractions are a form of friction. It’s your job to determine what a distraction is. Are a series of products a distraction? Offers? Customer testimonials? A sale? Getting more insight as to where the user previously came from (a page, or referrer), landed (was it different than the item in their basket) and their last level of intent can all influence what would be considered a distraction.
Consider the last point of entry or previous journey, match that with what the user is trying to do now. This should give you enough context to ask whether the next experience is something that is beneficial to their journey, or could distract them from their job to be done.
For example, if the user has an item in their basket already and they are coming back to the site, is a basket page really necessary? Can you take them straight to the checkout?
Or if someone shows really high intent after they’ve chosen their product that they’re interested in, does showing them alternative products make sense at this stage of their journey? Perhaps this might be better showing complimentary products instead?
Re-engage onsite: Personalise the experience on the customers return
Re-engage onsite: Personalise the experience on the customers return
Remember, remind … and then persuade. An integral part of encouraging return visits is fostering a sense of trust and excitement about the brand and its products. Showcasing user-generated content, customer reviews, and highlighting community engagement can humanise the brand, making it more relatable and trustworthy. Moreover, illustrating how products fit into the lives of similar customers can ignite excitement, drawing Session Hoppers back with a renewed interest in what you offer.
Execution examples:
Regardless of where the user lands, remind them of their recently viewed products
On the product listing page, highlight those products that have been viewed before. Using your search and merchandising rules to bring these up to the top of the page and / or just highlight these within the listing to make them stand out. This could be done either by prioritising these product cards, or adding a small tab on the product card of “recently viewed” or, indeed, making these products stand out in some way
Highlight items already in someones basket. Usually the little notification in the top right isn't enough, especially on a mobile device. Its worthwhile taking up some real estate when the user lands to pop out a mini basket, or replace the banner with the fact that they've got an item in their basket; personalisation 101
If they are ready to purchase eg their last known intent was high, analyse their last point of hesitation and streamline their path to purchase. If they exited at the payment stage, for instance, highlighting various payment options or offering payment flexibility might address their concerns. Question whether users need to go through the basket page to reach your checkout? Or whether they have an account and can login to pre-fill out the checkout?
Your job is to then persuade to take the next action. Use scarcity techniques to highlight stock or availability, or social proof techniques to capitalise on the popularity of the product
You can also reaffirm why the user liked this product in the first place by highlighting some of the product features, or outcomes of the product. Using customer reviews or testimonials in a way that really sells the product, reminding the customer what they liked about the product in originally. Really sell it - you know the customer is into it in some form.
Provide Expert Assistance: Offering live chat or virtual consultation services can replicate the in-store experience of seeking advice, giving them the confidence needed to proceed with their purchase. This might be a case of prioritising or re-highlighting the live chat functionality to show users that you are willing to help when needed - similar to a real life store, right?